How does advertising affect loyalty? Using Project Apollo data to investigate the relationship in a new way
Rachel Kennedy, Carl Driesener and Gerald GoodhardtEhrenberg-Bass Institute for Marketing Science; Australia
Colin McDonaldEhrenberg-Bass Institute for Marketing Science and Media Trust, Australia
Leslie WoodMedia Trust LLC; and Leslie Wood Research, Inc., United States
INTRODUCTION
In today's complex multi media environment, the industry is making moves towards passive consumer centric measurement of cross media consumption. While this is a good thing, further development of the metrics that advertisers need to make multi-media decisions and monitor performance is...